If you haven't read Part 1, written yesterday, I suggest you do. It will give you some foundation to this . . .
Even more so today, a name can determine your success – or at least your level of success. Think of Coke and Pepsi and their origins. Yes, Coke's #1 success could be because of its taste. Did Coke spring from cocaine? No, it sprang from the original Coca-Cola Company name. This sprang from the cola bean used in the product. The cola bean has many benefits – yet the benefits aren't really conveyed in the name.
Name with Benefits
Think about what are the benefits for your product. Benefits that appear in the consumer's mind, not your own. Have you made a list of the product's benefits? Is there something on that list that brings a strong image to your consumer's mind?
Research on the Internet the source of this name – there may or may not be – but there usually is.
Just as in the Google illustration I gave in Part 1, you can see just by playing with a few letters may be all it needs.
If the benefit doesn't fit for you or your consumer, don't be concerned. This is just one journey. There are more.
Look at the name, Clairol. It doesn't relate a quick benefit. Therefore, Clairol had to build a brand instead. This does take longer and a different route – more advertising so the public can connect the dots. Yet, in Google's case, it didn't take any advertising at all. However, in Google's case, they were in public view automatically to millions every day. There's no better advertising than that.
Regularly, a selling name comes when the person can see himself or herself immersed in the product. For instance, bubble bath. It's a generic name yet it brings the image quickly to mind of what is going to happen. Can't you just see the bubbles around you as you soak in warm water relaxing? On the other hand, maybe your child laughing and playing in them.
Don't choose a name that doesn't instill any type of emotion.
In fact, I suggest building a list of emotions your product delivers to your buyer -- if you haven't already.
This leads to fantasy . . .
Play with Fantasy Names
When you name a product from a fantasy you are naming more than what the product is or does. You are allowing the consumer's imagination run wild.
Take for example, Elizabeth Taylor's Black Diamonds. Its perfume, not diamonds. All you have to do is say the name and most of us immediately connect the two. We picture Elizabeth Taylor taking off her black diamonds and setting them on a tray next to the perfume. It conveys a different fantasy feeling to each generation.
Perfumes are great for using fantasy names but they aren't restricted to just perfumes.
You can also use a fantasy figure. Take for instance, Mr. Clean. He's an imaginary figure who's been around for many generations.
Cartoon or movie characters are turned into product names the same way.
Close your eyes…does this product you're naming bring a fantasy character to mind.
Have fun with this…play charades with your friends and see what transpires.
Here's enough to think about today . . . I'll continue tomorrow with more ways you can learn how to name your product.
